In April, one of the world’s most famous and successful PR companies created a massive, large scale PR campaign for a huge ‘globally diversified natural resources group’ operating in India. This marketing campaign had a vice-like grip on all possible avenues of social media in India: poster advertisements, slogans, online platforms like YouTube. It had the tagline “Creating Happiness””.
However, this whole charade was reduced to a farce in no time- ultimately and unexpectedly backfiring. Its apparent false claims and sugarcoating hid important and disturbing facts. Shockingly, despite its slew of emotionally charged advertisements, The company violated laws in mining, got clearances based on false information, illegally built refineries.
Mining companies out there need to take note of the way industry is portrayed to the public. However, what is of concern now is the second step, which is part of the publicity job: not all publicity is good publicity, especially not in this industry! We all assume that public relations do not include concealing facts in a desperate bid to change mindsets- but it’s something even the best PR companies fall prey to.
What good PR is really about then: it’s about honesty, realistic targets, and is ultimately open to criticism and suggestions. Having worked with those on the ground, its what AMEA believes in as well. According to the article “How to tell your sustainability story: the messier, the better” , good pr nowadays in fact is the opposite of spewing out positive, ambitious promises and sugarcoating. It is in fact being humble, airing your dirty laundry and being honest- in fact, it’s the only way to do business nowadays.
What we think is: go slow and steady. Progress may be quicker with easy PR, but we believe in going for sustainability and social understanding step by step.
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